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Branding and Communication Guidelines (2016-2020)
Branding and Communication Guidelines (2016-2020)
01Introduction
We all want to tell the aspirational story of how Pradhan Mantri Kaushal Vikas Yojana (PMKVY) is transforming the lives of Indian youth through skill training and certification. The tools presented here should enable us to do so more effectively.
Defined guidelines ensure a clear communication of the key messages with one voice and as one brand. Without adherence to these guidelines, marketing and communication can become diluted, lacking focus and impact.
PMKVY Training Centre (TCs) shall thereby abide by these guidelines and read them in conjunction with the scheme�s monitoring guidelines.
The Guidelines contain the following sections:
� Exterior Centre Branding
� Reception Area Branding
� Waiting Area Branding
� Counselling & Placement Assistance Room Branding
� Classroom/ Lab Branding
� Catchment Area Promotional Branding Stickers
� Social Media Promotion
Training Partners (TPs) may undertake innovative approaches for the further promotion of the Scheme. But the same shall be informed to NSDC prior roll out/implementation.
Open files of elements available on PMKVY official website (www.pmkvyofficial.org.)
NSDC has the right to modify these guidelines at any given point of time. Revised versions shall be available on the PMKVY official website. For more information or assistance, email [email protected].
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Outdoor signs have phenomenal recall value. Therefore it is extremely important that these signs be standardised across India.
2.1 Drop Down Banner (Mandatory)
(Option 2)
Specifications
Position: Front Façade of TC (@ Main Entrance)Size: 5ftx20ftMaterial: Star Flex with Digital PrintingCustomisation Required: NoneLanguage: Region Specific
TCs may install more than one ofthis banners at the exterior of TCs.
(Option 1)
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02Exterior Centre Branding
2.2 Exterior Signage (Back Lit) (Mandatory)
Specifications
Position: Front Façade of TC (@ Main Entrance)Size: 8ftx4ft
Star Flex (Pasted on IronMaterial:Frame) & Back Lit (Good Quality Tubes)Customisation Required: NoneLanguage: Region Specific
TCs may install more than one of thissignage at the exterior of TCs.
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2.3 Wall Painting (Encouraged)
Specifications
Position: In Front/Around TC andCatchment AreaSize: Depending on WallMaterial: PaintColor Specications: House Color (C=0,M=40, Y=100, K=0)Wall Color (C=0, M=5, Y=10, K=0)Customisation Required: NoneLanguage: Region Specific
TCs may paint this template on asmany walls so long as they arepermitted to do so.
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Specifications
Position: Behind Reception DeskSize: Depending on WallMaterial: Digital Print on 5mm Sun BoardCustomisation Required: NoneLanguage: Region Specific
TCs to install one signage behind thereception desk.
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03 Reception Area BrandingThe reception area is the first touch point of the centre. The right elements would help create a positive brand recall for the visitors.
3.1 Main Signage Behind Reception Table (Mandatory)
3.2 Sachin Tent Card on Reception Table (Mandatory)
Front Back
Specifications
Position: On Reception DeskSize: 7inx9inMaterial: Digital Printing on ImportedArt Paper (300 GSM) with inside spinefor standingCustomisation Required: NoneLanguage: Region Specific
TCs to install one signage behind thereception desk.
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3.3 Placement Opportunites Poster (Mandatory) (These logos are only for reference)
Specifications
Position: On walls in the waiting areaSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: PlacementPartners/Companies where candidateshave been placedLanguage: Region Specific
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3.4 Course Marketing Leaflet (Mandatory)
Specifications
Position: As Per RequirmentSize: 10cmx14cmMaterial: Imported Art Paper (130 GSM)Customisation Required: Addition of listof courses, duration of courses, TP Logo and Contact InformationLanguage: Region Specific
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Specifications
Position: On walls in the waiting areaSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: NoneLanguage: Region Specific
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04 Waiting Area BrandingAdjacent to the reception area is the waiting area. The waiting area is ideal as it provides a comfortable demarcated space for candidates to wait before the counsellor attends to them. All collateral at the waiting area should be clearly visible to visitors, placed either at the eye level or a little above.
4.1 Poster 1 � Scheme Info & Process (Mandatory)
4.2 Poster 2 � Honourable Prime Minister Quote (Mandatory)
Specifications
Position: On walls in the waiting areaSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: NoneLanguage: Region Specific
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4.3 Poster 3 � Local Hero Testimonial (Mandatory)
Template
Sample
Specifications
Position: On walls in the waiting areaSize: 22inx17inMaterial: Digital Printing on ImportedArt Paper 300 GSM)Customisation Required: Local hero tobe a previous PMKVY candidate that isnow gainfully employed or has setup his/her own business.Language: Region Specific
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4.4 Standee of Honourable Prime Minister (Mandatory)
Specifications
Position: Around/Adjacent Waiting AreaSize: 3ftx6ftMaterial: Star FlexCustomisation Required: NoneLanguage: Region Specific
TC to place this standee around/adjacent Waiting Area
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The elements within the counselling & placement assistance room shall provide motivation and direction to the cadidates.
5.1 Poster 1 � Scheme Info & Process (Mandatory)
Specifications
Position: On walls in the counselling& placement roomSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: NoneLanguage: Region Specific
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05Counselling & Placement Assistance Room Branding
5.2 Poster 2 � Placement Opportunites (Mandatory) (These logos are only for reference)
Specifications
Position: On walls in the waiting areaSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: Sector SpecificLanguage: Region Specific
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5.3 Government Certication (Mandatory)
Specifications
Position: As Per RequirmentSize: 210mmx297mmMaterial: Digital Printing on ImportedArt Paper (130 GSM)Customisation Required: As per PMKVYjob role offered at TCLanguage: As per standard
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Elements within the classroom/laboratory shall work as teaching aids. They can be used by trainers for various classroom/laboratory activities. They can also work as a constant reminder for learners. The other elements in the classroom/laboratory shall inspire and motivate our young learners on.
6.1 Poster 1 - Job Role Specific Information (Mandatory)
Specifications
Position: On walls in the classroom and labs Size: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: Job Role specificcontent imparted in the classroom/lab
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06Classroom Lab Branding
6.2 Poster 2 - Safety Instructions (Mandatory)
Specifications
Position: On walls in the classroom and labs Size: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: Job Role specificsafety instructions
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6.3 Poster 3 � Placement Opportunites (Mandatory) (These logos are only for reference)
Specifications
Position: On walls in the classroom and labsSize: 17inx22inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: Job role specificplacement opportunitiesLanguage: Region Specific
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6.4 Poster 4 � Job Role Specic Local Hero Testimonial (Mandatory)
Template
Sample
Specifications
Position: On walls in the classroom and labsSize: 22inx17inMaterial: Digital Printing on ImportedArt Paper (300 GSM)Customisation Required: Local hero tobe a previous PMKVY candidate that isnow gainfully employed or has setuphis/her own business.Language: Region Specific
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To promote the scheme in the surrounding areas of your TC and draw potential candidates in, place these stickers across the town.
7.1 Poster 1 � Scheme Info & Process (Mandatory)
Specifications
Position: On the WallsSize: 17inx22inMaterial: Digitally Printed Vinyl StickerCustomisation Required: NoneLanguage: Region Specific
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07Catchment Area Promotional Branding
7.2 Wall Painting (Encouraged)
Specifications
Position: In Front/Around TC andCatchment AreaSize: Depending on WallMaterial: PaintColor Specications: House Color(C=0, M=40, Y=100, K=0)Wall Color (C=0, M=5, Y=10, K=0)Customisation Required: NoneLanguage: Region Specific
TCs may paint this template on asmany walls so long as they are permittedto do so.
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7.3 Sachin Sticker (Encouraged)
Specifications
Position: As NeededSize: 6inx6inMaterial: Digitally Printed StickerPaper/PVCCustomisation Required: NoneLanguage: Region Specific
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7.4 PMKVY Process Stickers (Encouraged)
Specifications
Position: As NeededSize: 5.5inx3inMaterial: Digitally Printed StickerPaper/PVCCustomisation Required: NoneLanguage: Region Specific
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7.5 Course Marketing Leaflet (Encouraged)
Specifications
Position: As Per RequirementSize: 10cmx14cmMaterial: Imported Art Paper (130 GSM)Customisation Required: Addition of list ofcourses, duration of courses, TP logo andcontact informationLanguage: Region Specific
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All TPs shall document and share success stories of their candidates with NSDC and on various social media platforms.
Each TP is required to maintain a PMKVY dedicated Facebook page and use various other social media platforms (i.e. Twitter, Youtube) for sharing information on trainings, success stories, profiles of trainers and placement tie-ups.
TPs are encouraged to create video clippings of PMKVY success stories in various regional languages and promote the same on their various social media platforms.
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Social Media Promotion 08
Website: www.pmkvyofficial.org | E-mail: [email protected]: 088000-55555
Facebook: h ps://www.facebook.com/PMKVYOfficial
For more informa on
